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Importance of Call Centers in Customer Service

Posted: February 20, 2021 at 12:48 pm   /   by   /   comments (0)

Regardless of the notable shift from phone calls to emails and instant messages, the former is still an essential part of running any business. In fact, many of the advantages that come with contacting users via written format are also available for interactions via call centers.

In this article, we’ll take a closer look at the role of phone calls in customer service and their importance.

User Experience

First and foremost, speaking over the phone with a customer is a more convincing way to portray that the company is intent on finding a solution. While it’s obvious that the person on the other end of the line is paid to answer and stay on the line, it’s an overall more personalized experience.

Photo by Marcus Aurelius from Pexels

A customer calling in for assistance, whatever the reason, provides an opportunity to connect on a more personal level. It’s an opportunity for the user to put all frustrations and problems on display and feel like they’ll get a measured and adequate response. Communication this way is also fast and direct rather than a back and forth over email and waiting for the other person to reply.

These are fundamental building blocks necessary for creating trust in a company not available via other methods of communication.

Specific and Guided Troubleshooting

Beyond providing a personalized experience, call centers allow for more in-depth customer assistance. Guides and lists dedicated to issues with products and services are a dime a dozen. Help on the other end of the line is leagues above any kind of written text.

Additionally, it’s quite common for someone to run into a problem that has unique characteristics. These usually won’t appear in a troubleshooting guide, as they’re mostly generalized for a more broad user base. Here again, a call center allows assistance that can take uncommon variables into consideration when solving an issue.

Proper Automation

A call center and an automated phone system aren’t the same. The latter is often more of a burden for customers than anything else. They are, however, very useful for guiding a user to the right person for over-the-phone assistance. Leaning too heavily on this system can turn many customers away, though.

To avoid frustration and obtain a similarly high amount of value from a call center, there are some factors to consider.

Avoiding Automated Answering Machines

Proper automation doesn’t involve answering machines with number inputs for concerned customers. It’s more related to how a system connects users with the right people they need to speak to for specific issues. It’s also about gathering information for each call and tracking feedback, efficiency, and whether each customer finds a solution or not.


A benefit that many companies think is unavailable via call centers, but present with emails and other forms of contact, is in-depth analytics. This isn’t true. Cloud contact center software allows for customer analytics, and much more.

Through AI and automation of many variables, certain software can provide detailed information on customers along with easier workforce engagement and omnichannel routing. It’s likely the best way to optimize serving users via phone calls.

In a Nutshell

It looks like call centers will be around for a long time to come. They still play a vital role in customer service and help to give a better user experience by providing better help with issues. They also allow for proper automation and can be used for analytics within a company. 

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